The Marriage Between #Conversion Optimization & #SEO

As SEOs, our job is to increase the amount of qualified traffic to clients’ brands with the intention of having end users buy something, fill out a form, download a brochure or perform other actions on a site. While improving traffic is great, it doesn’t necessarily result in more sales. So how do we actually get our clients more business through organic search? The answer is quite simple: conversion optimization. Conversion optimization is the most powerful way to improve your clients’ revenue and conversions from end users. We can optimize every element of a site (e.g., technical, links, on-page, social and so on), but if users don’t convert, our efforts toward driving qualified traffic through organic search are not as valuable (unless traffic is your main KPI). There is an extremely close correlation between SEO and conversion optimization. Therefore, the two must work...